There have recently been a spate of new websites at UCL using ‘news tickers’ – banners of short headlines that emerge across a space on a web page. These vary from each headline character appearing at short time intervals, to entire headlines slowly scrolling into view.
It seems that they’ve now been made particularly popular by the BBC News website’s use of such a ticker at the top of the page, showing ‘latest’ news stories. The new UCL homepage also uses a similar ticker which displays the most recent news articles on the site.
So why write a blog article on the ‘pros and cons’ of tickers? Surely tickers are consistently useful ways of disseminating new information to regular visitors of a site?
Tickers indeed are very useful for this, and for sites such as the BBC and UCL homepages which are guaranteed to have thousands of visitors who often revisit the site, they may well help those users quickly see what new features and happenings have taken place since their last visit. But what about the downsides?
1. Distracting users from key content
Have you ever been reading web page content when suddenly, something changes in the corner of your eye, and you look to see what’s happened? After realising that it’s just the ticker/animated .gif/annoying Flash advert, you go back to reading the content. Except you can’t find where you left off, and have to spend a few moments just trying to get back to the last sentence you read, and oh look, what just moved up at the top of the page?
Any content that moves on a page is going to cause some kind of distraction for visitors who are trying to read any length of content on a page. If a webpage is full of short chunks (such as the BBC and UCL home pages) this isn’t going to be such a big issue. But as soon as you introduce a few paragraphs, and actually expect your visitors to read them, tickers may not be such a good idea.
Another solution to this, again implemented in the UCL home page, is to allow users to actually pause the ticker if indeed it is causing too great a distraction for them.
2. Difficulties for users’ reading habits
In user tests for the 1997 sun.com website redesign, usability expert Jakob Nielsen got typical target users to look at different aspects of the website. One aspect was that of a scrolling ticker, which received negative feedback. Some users mentioned that ‘they were hard to read and time-consuming to interpret'; and that they ‘kept missing the the beginning of the text and thus had difficulty understanding what the message was about’.
If you’re trying to communicate vital information to users, is a ticker going to be the most suitable method, bearing in mind some users (including many dyslexics) will have real trouble reading from moving text? Some tickers, like the UCL homepage’s, will not suffer from this issue so badly, because the text itself isn’t moving. Others, in which full sentences pass from one side to the other, will certainly cause problems.
Overall, tickers can have great potential for alerting regular users to news and changes to a website. However, it’s worth spending some time considering whether they will actually be of use to your website’s key user targets, or whether it will cause them more irritation than genuine help.